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General Calls for Action on Underage
Show & Tell
Higher Where Alcohol Outlets Proliferate
The Los Angeles Times reported Dec. 29 that drinking rates were higher among 12- to 17-year-olds who lived within a half-mile of an alcohol outlet, and that minority neighborhoods tended to have a higher density of alcohol outlets than predominantly white communities.
How do alcohol outlets affect communities?
"Our study suggests that living in close proximity to alcohol outlets is a risk factor for youth," according to the researchers. "In California, retail licenses are not typically approved within 100 feet of a residence or within 600 feet of schools, public playgrounds and nonprofit youth facilities, but proximity by itself is not sufficient to deny a license ... More attention on the proximity rule is needed and environmental interventions need to curb opportunities for youth to get alcohol from commercial sources."
The research was published online
ahead of publication in the American Journal of Public
The most common reason for drinking cited by both male and female 12th graders was to have a good time, followed by to experiment and to relax.
A statistical analysis of these motivations resulted in four profiles of drinking motivations: 1) experimenters; 2) thrill-seekers (drink to have a good time and to get high); 3) relaxers; and 4) multi-reasoners (drink for a combination of escape and pleasure-seeking motivations).
Youths with the lowest levels of risky drinking behaviors were more likely to be classified as experimenters while those with the highest levels of such behaviors were more likely to be classified as multi-reasoners.
The authors conclude that "targeted interventions that tailor program content to the distinct drinking motivation profiles may prove to be effective in reducing risky drinking behavior among high school seniors."
For details, including data charts, source information and caveats, download the PDF.
Reprinted from CESAR Fax, a weekly,
one-page overview of timely substance abuse trends or
issues, from the Center for Substance Abuse Research (CESAR)
at the University of Maryland.
In North America and many other industrialized societies, binge or excessive drinking during emerging adulthood is condoned, and perhaps even encouraged, particularly for those attending college. The article goes on:
Some argue that the college campus environment itself encourages heavy drinking. Alcohol use is present at most college social functions, and many students view college as a place to drink excessively. Students experience greater exposure to drinking and encounter higher levels of peer drinking and positive attitudes toward alcohol as they transition from high school to college.
Okay, enough quotes about it, perfect as they are. We all know that students drink to excess. Beer pong and flip-cup are two among several popular high school and college sports that involve binge drinking. Yours truly knew several people in high school who were already full blown alcoholics. College was worse.
Its really no joke. One-third of high school students drink regularly, and nearly 20% of them are binge drinking. More than 4,300 high-schoolers die from alcohol abuse every year. Not to mention, drinking regularly by age 15 (or younger) increases the chances of being alcohol-dependent by six times. The heaviest fact of all is that 90% of adult alcoholics began drinking while underage.
Regarding college students,
of them drink regularly, with 40% of them binge
drinking. This means that from
12th grade to freshman year at college, drinking doubles!
Plus, a quarter of college students suffer academic
consequences as a result of alcohol use. Lets not
forget the nearly 2,000 college students who die from
alcohol each year. The reason this statistic is lower for
college students than for high-schoolers is most likely
increases in tolerance.
approach to teen drinking
Consider the Kinahans, who were recently charged with contributing to the delinquency of a minor. The incident occurred when police, responding to a noise complaint, discovered some teenagers drinking in their back yard during their son's birthday party. Before the party, these parents had talked with their child and his friends about rules and expectations. They stayed home to be available as an adult presence. They greeted guests at the door.
Even Lynne Johnston, a vocal member of Pratt-Wilson's committee, acknowledged that "These were not negligent parents. They are, in fact, very conscientious ones the teenage host asked [those who brought the alcohol] to leave and wouldn't let them inside the house. The uninvited trespassers would not leave and the parents had no idea there was an uninvited party outside."
The Kinahans hardly seem complacent. Their actions seem normal enough, if not the "norm." But Pratt-Wilson said she was "pleased" with police action in the case.
Read Pratt-Wilson's guest column of last Nov. 11 and her recent comments in the papers and you will find that her primary concern is with law enforcement and punishment. The police have increased their efforts at parental notification. Pratt-Wilson wants to see criminal charges.
But I doubt most Chapel Hillians are ready to throw the book at drinking teenagers and their parents (or, as in charging the Kinahans, someone else's parents). Community activist Will Raymond spoke for many when he wondered "if saddling a 13- or 14-year old with a court record, possibly forcing them into the juvenile system, is the best course of action?"
This perspective was articulated quite well in a Dec. 1 letter to the editor from George Entenman.
"I'm not going to endorse this committee's conclusions until I feel that they are truly interested in preparing our teens for adulthood. Like it or not, adults use alcohol and drugs. Yes, some of us choose not to drink or use drugs at all. Others succeed in using them in moderation."
Last Tuesday, one local paper ran an article headlined "Alcohol oversight tightens" and another announcing that "Downtown events may include alcohol." Teenagers may not read the news, but such contradictions are not lost on them.
Adult actions give minors a mixed message about drugs and alcohol of both the legal and illegal varieties: that they can be an accepted tool for coping, that they are a not-so-forbidden pleasure, and that they are a dangerous pitfall lurking at the edge of the playground. Teen awareness of parental drug use and abuse goes back at least as far as the Rolling Stones' 1960s hit "Mother's Little Helper."
Increasingly, parents respond to their own pressures by medicating their children. According to the CDC, there is a bull market for prescriptions for stimulants and antidepressants for children. By 1996, the UN's International Narcotics Control Board had seen enough and expressed concern over the extent of Ritalin use by American boys.
George Entenman asks, "Why doesn't [Pratt-Wilson's] committee search for ways to make the lives of our teens less stressful? Should we add a police 'crackdown' to the pressures on kids who had better get into an Ivy League school or else?
"We need a committee that doesn't seek to widen the social gap between children and adults. Let us find ways for young people and adults to include each other in conversations, meals, work and social activities.
"Let us learn to listen to and respect each other. Expecting our police, judges and prisons to solve our problems is even less realistic than expecting our teachers to."
Entenman has formulated a compelling argument for our community. It avoids the simplistic morality of the law-and-order approach. Instead, it recognizes the complex nature of human affairs, particularly our love-hate relationship with drugs and alcohol. It challenges us to incorporate a human dimension into our thinking about the challenges facing those on the cusp of adulthood.
Surely among the many attendees of the
recent meeting of the Committee for Alcohol and Drug Free
Teen-agers, there are some who share Ent-enman's
perspective. It is up to them to broaden the leadership of
their group and not leave it primarily in the hands of a
binge-drinking on your birthday can lead to dangerous
The study followed 600 soon-to-be 21-year-olds who intended on celebrating their newfound legality by drinking. The researchers followed the subjects for a year and found that those who drank a lot on their birthday drank more heavily afterwards as well.
During the study's follow-up period, people who went all out on their birthdays drank 10 percent more than the typical participant on a night out. When compared to those who never drank before their birthday, the number rose to 17 percent.
In the U.S., if you have one glass of wine a night, you are in the top 30 percent of drinkers. Having two glasses every night puts you in the top 20 percent and 10 drinks per day, according to Stephen Cook's book "Paying The Tab," puts you in the top 10 percent.
So enjoy your birthday, but try not to
go overboard. It could have more consequences than that
dreaded hangover the next morning.
This website can help you find out. Start by answering a few short questions about your past and present use of various drugs, such as marijuana, cocaine, tobacco, inhalants or alcohol. You'll get feedback about the likely risks of your drug use, and advice about when and where to seek more information, evaluation, and help.
a Developmentally Sensitive Approach to Prevent Teen
Understanding and addressing alcohol use within a developmental framework was one of the goals outlined in the Surgeon Generals Call to Action to Prevent and Reduce Underage Drinking released last March. Experts from the National Institute on Alcohol Abuse and Alcoholism (NIAAA) will explain what that means for community coalitions and prevention specialists at CADCAs National Leadership Forum XVIII next week.
If youre going to work in the community on underage drinking, its important to understand the phenomenon of underage drinking and see how it fits into growing up in the United States. So that perhaps you can do a better job of intervening and approach it in a way thats consistent with a persons development, explained Dr. Vivian Fader, Deputy Director of the NIAAAs Division of Epidemiology and Prevention Research, and one of the presenters at CADCAs Forum.
Dr. Faden and Ralph Hingson, Sc.D., Director of the NIAAAs Division of Epidemiology and Prevention Research, will lead a workshop entitled The Alcohol-Adolescent Connection: What We Know About It and What We Can Do About It. During the workshop, they will discuss the unique processes that take place during adolescence and how community coalitions can apply a developmentally sensitive approach to their underage drinking prevention and intervention efforts.
Dr. Faden said adolescence is a time of dramatic changesboth biological and social. That, combined with the many social transitions teens go through, such as transitioning from elementary to middle school to high school, can increase social pressures, stresses, and expectations that contribute to underage drinking.
We need to consider development when we design interventions and we cant have a one size fits all approach for youth of all ages, she noted. You cant use the same approach for a 10 year old that you would use on a 19 year old.
The Forum workshop will not only explore strategies and interventions that coalitions can use, but also how the NIAAA developed this approach. Topics will include human development, epidemiology, and the physiological effects of alcohol.
In addition to this important
workshop, the Acting Surgeon General Rear Admiral Steven K.
Galson, M.D., M.P.H., will provide a keynote speech at the
Forum on February 14 to discuss the Surgeon Generals
Call to Action to Prevent and Reduce Underage Drinking.
CADCAs National Leadership Forum XVIII will be held
February 11-14, 2008 at the Walter E. Washington Convention
Center in Washington, D.C. Click here for more
Calls for Action on Underage Drinking
"We can no longer ignore what alcohol is doing to our children," said Moritsugu in issuing the first Surgeon General's policy aimed at the issue of underage drinking. The "Call to Action" was developed in cooperation with the National Institute on Alcohol Abuse and Alcoholism and the Substance Abuse and Mental Health Services Administration.
"Too many Americans consider underage drinking a rite of passage to adulthood," said Moritsugu. "Research shows that young people who start drinking before the age of 15 are five times more likely to have alcohol-related problems later in life. New research also indicates that alcohol may harm the developing adolescent brain. The availability of this research provides more reasons than ever before for parents and other adults to protect the health and safety of our nation's children."
The Call to Action puts great emphasis on changing public attitudes toward youth alcohol use, while also giving a nod to some of the other factors that influence youth decisions to drink, including the "normal maturational changes that all adolescents experience; genetic, psychological, and social factors specific to each adolescent; and the various social and cultural environments that surround adolescents, including their families, schools, and communities."
"These factors -- some of which protect adolescents from alcohol use and some of which put them at risk -- change during the course of adolescence," Moritsugu noted in his introduction to the Call to Action. "Because environmental factors play such a significant role, responsibility for the prevention and reduction of underage drinking extends beyond the parents of adolescents, their schools, and communities. It is the collective responsibility of the nation as a whole and of each of us individually."
"This is a health crisis that has been fueled by denial, inaction and acceptance. The new Call to Action can help turn that around," said Hawaii lieutenant governor James R. Aiona, Jr., co-chair of the group Leadership to Keep Children Alcohol Free, a public-private coalition that includes a number of state governors' spouses.
The goals of the Call to Action include:
The Surgeon General did not list the alcohol industry -- often accused by critics of marketing to underage youth -- in its list of primary target audiences, nor was alcohol advertising mentioned as one of the environmental factors affecting youth decisionmaking about alcohol. "The industry got off very easy in this pronouncement," said Kim Miller, manager of federal relations for the Center for Science in the Public Interest. "The industry's conflict of interest as a credible prevention player was not questioned, and there was only oblique reference to evidence-based policy approaches the industry most adamantly opposes -- taxation being top among them."
However, the Call to Action does say that the industry "has a public responsibility relating to the marketing of its product, since its use is illegal for more than 80 million underage Americans." The document states that the industry can fulfill its responsibilities by ensuring that:
Center on Alcohol Marketing to Youth director David Jernigan noted that the Call to Action "states that alcohol companies have a responsibility to see that youth are not disproportionately exposed to alcohol marketing, and that ongoing, independent monitoring of the placement of alcohol advertising is the surest way to enforce this standard."
"To reduce the appeal of alcohol to young people, the alcohol industry should heed the recommendations of the National Research Council and Institute of Medicine [to limit alcohol ads to outlets with underage viewer/readership of less than 15 percent] and the Surgeon General," said Jernigan.
Former Surgeon General Richard Carmona signaled his intention to issue the statement on underage drinking in 2005, but resigned last year without doing so.
"The Surgeon General's Call to Action
places a heightened national focus on the public health
crisis of underage drinking in our country," said Rep.
Lucille Roybal-Allard (D-Calif.), the lead sponsor of the
STOP Underage Drinking Act, which calls for research on
alcohol use by youth and establishes a national media
campaign on underage drinking. "I commend this initiative as
a way to bring more attention and explore promising
solutions to the problem. I'm especially pleased that the
broad-based effort complements the objectives and major
elements in The STOP Underage Drinking Act which was signed
into law last year."
Dont Serve Teens"
"We Don't Serve Teens" is a national
campaign to prevent underage drinking brought to you by the
Federal Trade Commission, the nation's consumer protection
Colleges Need to Know Now: An Update on College Drinking
Statistics and recommendations first introduced in this report are now routinely used by policymakers, legal experts, and organizations that provide college programming assistance to modify their efforts regarding college drinking.
College drinking research remains a high priority for the NIAAA, and ongoing projects continue to yield important new information. This bulletin summarizes these recent findings with updated statistics, analysis, and recommendations.
The full bulletin (12 pages) is
available as a PDF to download at no cost. at
Parents Let Teens Drink At Home?
As many as 700,000 kids ages 12 to 14 -- or 6 percent of those in that age group -- said they drank in the past month in a recent report conducted by the federal Substance Abuse and Mental Health Services Administration (SAMHSA).
Of the 45 percent who said they got the alcohol for free at home, 16 percent said it came from a parent or guardian. The poll didn't ask for details about how much alcohol they consumed or in what situation they had a drink.
One father, Terry Moran, said he won't let his kids drink alcohol until they're legal, according to the "Today" show.
"Because kids start thinking that, 'Hey, if my parents think it's OK, then I can just go experiment, hang out with my friends and drink.' I see it happen all the time," Moran told NBC.
One teen who spoke to NBC said his parents sometimes give him small amounts of alcohol at dinner.
"They would give me alcohol at home first, small doses -- a glass of wine here, maybe a glass of beer with dinner," he said. "It taught me responsibility, for the most part."
Psychologist Elaine Moore says that many teenagers are going to experiment with drinking no matter what, and they're typically not mature enough to handle it well. Mothers and fathers can help, but declined to speculate on whether giving alcohol to teen children at home is the solution.
"I don't think there's a right answer," Moore told NBC. "I think it's really, really important for parents to teach their kids to drink responsibly."
Peter Delany, the director of SAMHSA's Center for Behavioral Health Statistics and Quality, said the earlier that teens start drinking, the more likely they are to become alcoholics.
"When kids under age 15 start drinking and drinking heavily, they are about six times more likely to end up with alcohol problems," he told the Wall Street Journal. "This report isn't designed to say, 'Bad parents!' It's designed to say, 'Here's an issue you should pay attention to.'"
In fact, according to the 2009 National Survey on Drug Use and Health, about 50 percent of young people in America are binge drinking by they time they're 21 and 86 percent of them have consumed alcohol.
"Twenty-five percent of 'Seventeen' readers say their parents let them drink at home," the magazine's editor-in-chief Ann Shoket told "Today." "But what they're learning is not necessarily how to drink. What they're learning is trust."
The research to date is inconclusive on the potential perils of letting your kids drink at home. But no matter what, psychiatrist Janet Taylor believes parents should at least be talking to their children about drinking, especially about the hazards of binge drinking.
"It gets back to the quality of the relationship and how much communication is happening at home," Taylor told the show.
Says Bingeing Worse at Colleges with Big Drinking Culture,
Science Daily reported July 11 that the conclusions from the Harvard School of Public Health's College Alcohol Study were based on surveys of more than 50,000 students at 120 schools.
"Binge drinking among college students varies widely from college to college," said Toben Nelson of the University of Minnesota, assistant director of the study. "At some colleges almost no students binge drink, while at others nearly four in every five students do. Interestingly, we found that the levels of binge drinking, and the problems related to it, remain very stable at the same colleges over time ... That suggests there is something about certain college environments that promote binge drinking,"
Researchers found that schools that emphasize intercollegiate athletics and Greek life had higher levels of binge drinking, while there were fewer drinkers at schools that ban alcohol on campus and offer substance-free dorms.
"A 'wet' college environment, one that has many stores where students can buy alcohol, and may be influenced to do so by heavy marketing, low prices and special promotions, creates the conditions for heavy drinking," said study director Henry Wechsler of Harvard. "If colleges can change those conditions, they can reduce binge drinking among their students."
The study was published in the July 2008 issue of the Journal of Studies on Alcohol and Drugs.
This article summarizes an external
report or press release on research published in a
scientific journal. When available, links to the sources are
Yogi Bearing is much different for Yogi Bearing It which is when someone is wearing nothing but a neck tie and a collar. Similar to "Donald Ducking it", except more nude/formal. It also has nothing to do with Yogi Bearings
Must friend to see. We haven't joined.
Falling from heights, getting into car accidents or becoming sexualized victimized: A new study confirms that college students who get drunk at least once a week put themselves at much higher risk of serious injury or death from events like these than those who shy away from excessive drinking.
"Each year, approximately 1,700 college students die from alcohol-related injuries," said researcher Dr. Mary Claire O'Brien, a professor of emergency medicine and public health sciences at Wake Forest University School of Medicine, in Winston-Salem, N.C.
The finding has a practical side: O'Brien's team believes a simple screening question that asks students how many days they get drunk in a typical week could help pinpoint those at-risk students in need of help.
Asking students how many drinks they consume per day or week may not be as helpful, O'Brien pointed out. "In my experience, patients lie about how much they drink, and screening tests based on quantity don't account for differences in weight, gender, alcohol tolerance, body metabolism, medications and other variables. What it takes to make someone drunk varies from individual to individual."
The results are part of an ongoing, five-year research project to develop effective ways to reduce problem drinking on college campuses.
College students who got drunk at least once a week were three times more likely to be injured or hurt as a result of their own drinking than students who didn't get drunk as often, the researchers found. They were also twice as likely to fall from a height and require medical care, and 75 percent more likely to be sexually victimized.
Students who get intoxicated at least once a week were three times more likely to be in an automobile collision caused by someone else's drinking, the researchers added.
The Wake Forest study involved students from 10 North Carolina universities.
The researchers presented the findings Monday at the Society for Academic Emergency Medicine annual meeting, in New York City.
Booze is the answer. I don't remember the question.
Social Host Ordinance in Lane County - Presentation Transcript
1.Lane Countys New Social Host Ordinance
2.What is it?
An ordinance that holds non-commercial individuals
responsible for underage drinking events on property they
lease, own or otherwise control;
Covers only unincorporated areas in Lane County;
Is a way to limit kids access to alcohol by preventing
parents and other adults from hosting underage drinking
Targets the venue where underage drinking takes place.
4.What is an unincorporated area?
5.Ada Alvadore Belknap Springs Blachly Blue River Brickerville Cheshire Crow Culp Creek Cushman Deadwood Dexter Disston Dorena Elmira Fall Creek Finn Rock Gillespie Corners Glenada Goshen Greenleaf Heceta Beach Horton Jasper Lancaster Leaburg London Springs Lorane Low Pass Mabel Malabon Mapleton Marcola McCredie Springs McKenzie Bridge Minerva Mohawk Nimrod Noti Pleasant Hill Rainbow Riverview Saginaw Santa Clara Searose Beach Siltcoos Swisshome Tiernan Triangle Lake Vaughn Vida Walden Walker Walterville Walton Wendling Westlake Unincorporated Areas of Lane County:
7.Why is the Social Host Ordinance Important?
Alcohol is the most widely used addictive
substance in Oregon;
Researchers found that 45% of people who
began drinking before age 14 developed later
alcohol dependence, compared with only 10% of
those who waited until they were 21 or older to
More than one of every 20 youth between the
ages of 12 and 17 suffer from alcohol abuse or
dependence requiring treatment.
9.Nature and Extent of the Problem:
10.In Oregon, youth who drink are more likely to be involved in other risky behaviors:
Youth who drink are eight times more likely to smoke
cigarettes and 10 times more likely to smoke marijuana
Nearly a quarter of eighth grade girls who binge drink
report attempting suicide in the past year
Two thirds of 11th grade boys who binge drink also
11.In Lane County :
Alcohol use among eighth grade youth is increasing;
binge drinking rates were about the same as the
The 2006 rates of alcohol use and binge drinking
among 11 th grade youth are higher than the state average
12.Other Reasons This Matters
13.If you are charged with violating the Social Host Ordinance:
Your home owners insurance may increase
Another adult can hold you civilly liable and
any injuries, alcohol poisoning, or sexual assaults
that occur may result in lawsuits
You could be charged for medical bills or
property damage, or sued for emotional suffering
Someone could become injured or die
14.What are the Consequences?
1 st offense Fine of $500
2 nd offense $750 fine and
the cost of response providers to the
site of the party
Subsequent offenses within a 3 year
period $1000 fine and the
cost of response providers.
16.What Can YOU Do?
Set a good example
Know the warning signs for underage drinking
grades suddenly decline
dropping out of usual activities
friends suddenly change
secretive behavior, hostile/aggressive outbursts
Valuables missing from your home
Your child just doesnt seem right
Securely store the alcohol in your
home - Lock it up
Talk to your kids
set ground rules with your teen before any party
Talk to your kids friends and their parents
let them know your rules and that you expect your child to follow them no matter where they are
Involve yourself and your child
Engage in your communitys efforts to address underage drinking
19.For more information, go to: www.lanecounty.org/prevention
A Night of Mistakes - Presentation Transcript
1. Underage drinking is the consumption of alcohol when you are under the legal drinking age of where you live.
3.Consequences of Underage Drinking
4.% who had 5+ drinks in a row in previous two weeks *From 50,000 students in over 400 schools
6.% saying its Easy or fairly easy to get alcohol *From 50,000 students in over 400 schools
8.Statistics Relating to Consequences of Underage Drinking and Partying
9.- Mothers Against Drunk Driving (MADD) is an organization committed to stop drunk driving. - Kids can participate in extracurricular activities, such as sports or organizations. - Parents must inform and instil the knowledge of effects to their children and not be naive to the fact that they will and do drink. - Increased fines and punishments will help to control underage drinking. Prevention/Alternatives to Underage Drinking
"Alcohol and drug use in early adolescence." The Daily . 18, May. 2004. Statistics Canada. 12 Oct 2008 <http://www.statcan.ca/Daily/English/040518/d040518b.htm>.
Goddard, Randi. "Drinkingfacts.ca." Drinkingfacts.ca . 2008. Canadian Public Health Association. 12 Oct 2008 <http://www.drinkingfacts.ca/english/index.asp>.
Johnston, Lloyd, and Patrick M. O'Malley, and Jerald G. Bachman, and John E. Schulenberg. "MONITORING THE FUTURE." NATIONAL RESULTS ON 06.5882April, 2006 34-35. 12 Oct 2008 <http://www.monitoringthefuture.org/pubs/monographs/overview2005.pdf>.
"Statistics." Welcome to SADD . February, 2007. SADD. 12 Oct 2008 <http://www.sadd.org/stats.htm#underage>.
"Quick Stats Underage Drinking." Department of Health and Human Resources . 06, August, 2008. Centers for Disease Control and Prevention. 12 Oct 2008 <http://www.cdc.gov/alcohol/quickstats/underage_drinking.htm>.
This integrated media series is a
promotional website for A Night of Mistakes, a short movie
about the implications from a night of underage drinking. It
stars Chase Daniels, a star athlete from an underprivileged
family who attends a party and partakes in drinking, drug
use and even sexual relations. This leads to immediate
implications with his parents, his personal life and
education as he impregnates a girl from the party. After a
series of events that unfolds from that night of partying,
Chase looks back and realizes that it really was not worth
it. The website for the unreleased movie will help educate
children about underage drinking.
Changing Perceptions About Underage Drinking - Presentation Transcript
1.Changing Perceptions about Underage Drinking
2.Underage Drinking in Arizona
50 percent of Arizona 8 th graders already have sampled alcohol 1
21 percent of Arizona 10 th graders report coming to school drunk 1
28 percent of Arizonas high school seniors say theyve binged 1
Kids who start drinking before age 15 have a 40% greater likelihood of becoming alcoholics in their lifetime 2
Most Arizona high schoolers say their parents have not talked to them about the dangers of alcohol use. 3
(1) Arizona Youth Survey, 2006
(2) National Research Council Reducing Underage Drinking, A Collective Responsibility, 2003
(3) Governors Youth Commission Lead our World surveys, 2006
(1) Dr. Susan Tapert, University of California - San Diego
(2) Dr. Daniel Amen, Amen Clinic
4.Our Objective Generate statewide awareness about the dangers of underage drinking and its prevalence in order to positively change behavior over time.
Its not a rite of passage; its illegal.
Moderate underage drinking can cause permanent damage to the developing brain.
Alcohol is the gateway drug to other substance use and addiction.
Parents and adults have more influence than they think.
Adults ages 25-49 who influence kids ages 12-17
Adult influencers: Teachers, Coaches, Aunts/Uncles, older siblings, etc.
7.National Research Experts are united in their endorsement of parents as the key influence in childrens lives 1 Wealth of research that proves parents have enormous power in preventing substance abuse 2 Parents grossly underestimate prevalence of underage drinking 3 Parents underestimate their own power in preventing underage drinking 4 Parental Monitoring shown to be most effective at reducing youth risk factors 5 Adolescents perceiving less parental monitoring were more likely to have a history of alcohol use and greater alcohol consumption in the past 30 days 6 Parents
(1) NSPY, 2000, NICHDs Health Study, Oregon Parenting Institute 1998
(2) Brook, Nomura, and Cohen 1989, Dishion, Reid and Patterson, 1988
(3) CESAR, August 2006
(4) PATS, Ogilvy Audits, 1998
(5) Westat Evaluation, Patterson and Dishion, 1989
(6): DiClemente, et al., Department of Behavioral Sciences and Health Educations
Rollins School of Public Health, Atlanta, Georgia, USA, 2001]
8.Arizona Research Parents are more concerned about underage drinking than non-parents Parents do NOT condone supervised underage drinking Parents want education and assert they can better educate their children Parents raise concerns about being honest given their own experience Parents believe that teens will experiment and there is only so much they can do Parents Source: NAU Telephone Survey as cited in, Underage Drinking in Arizona Data Findings and Analysis, Pima Prevention Partnership, January 2007
Less concerned about youth drinking alcohol
Viewed alcohol as less of a serious problem than
other age groups
More likely to condone <21s drinking under
supervision of parents or guardians
More likely to condone <21s drinking under the
supervision of other adults
More likely to condone <21s drinking on
special family occasions
More likely to condone <21s drinking as part of
rites of passage
Adult Influencers Source: NAU Telephone Survey as cited in, Underage Drinking in Arizona Data Findings and Analysis, Pima Prevention Partnership, January 2007
10.You Have the Influence
Youth say parental disapproval is a
key reason they choose
not to drink before age 21.
11.You Have the Influence
Educate yourself about the harms and law
Make yourself clear
Model responsible alcohol use
Know your childs world
12.Educate yourself about the harms and law
The brain is still developing through the early 20s
67 percent of teens who drink before the age of 15 will go on to use illegal drugs
Alcohol-related injuries are the leading cause of death among those under age 21
Its illegal to serve alcohol in your home to those whom you should know are under age 21
13.Make yourself clear
This is a critical time in your growth and I dont want you drinking. Do you understand why?
I dont want you making the wrong choice and then paying serious consequences at such a young age.
14.Model responsible alcohol use
Dont get drunk in front of your kids
Dont allow other adults or family to get drunk in front of your kids
Dont ask kids to pour alcohol for you or others
Keep alcoholic and non-alcoholic drinks in separate areas at your party
Make sure adults who drink at your house have safe transportation home
15.Know your childs world
Know their friends parents and how to contact them
Attend their after-school events
Talk about the news and news that teens watch
Eat dinner together and talk
Teens who have infrequent family dinners (two or fewer per week) are twice as likely to smoke daily and get drunk monthly, compared to teens who have frequent family dinners (at least five per week)
Feb. 20 at Bentley Projects, Phoenix
Mar. 1 at Desert Ridge Marketplace, Phoenix
Mar. 28-30 at NAU Skydome, Flagstaff
April at Prescott Gateway Mall, Prescott
April at Pima County Fair, Tucson
Syracuse Universitys "The Stupid Drink" Campaign Book - Presentation Transcript
1.SYRACUSE UNIVERSITY The NewHouse THE NEWHOUSE SCHOOL OF PUBLIC COMMUNICATIONS
2.TABLE OF CONTENTS TABLE OF CONTENTS TABLE OF CONTENTS TABLE OF CONTENTS TABLE OF CONTENTS 2 TABLE OF CONTENTS Executive Summary 3 Research & Strategic Planning 12 TABLE OF CONTENTS Creative Brief 13 Creative 23 TABLE OF CONTENTS Media Plan 31 TABLE OF CONTENTS Campaign Evaluation TABLE OF CONTENTS TABLE OF CONTENTS TABLE OF CONTENTS TABLE OF CONTENTS TABLE OF CONTENTS TABLE OF CONTENTS
3.EXECUTIVE SUMMARY Jimmy Im really proud of you for heading o to college next year. Since Im about to graduate, I gured it might be helpful to share some things Ive learned. Partying and drinking are a big part of college. I remember when Mom and Dad dropped me o within a few hours, I was having a beer with my new roommate. I met my best friends at parties that rst week of school. My nal project in college is for a group called The Century Council. I was told to gure out a way to stop binge drinking in college. At rst, I laughed. I didnt think drinking in college was a problem. Theres always some new organization that says dont do this! or dont do that! and theyre usually talking about things that arent a big deal. But then I thought about what Ive learned about drinking in college. Mostly, I thought about what I learned from my mistakes (and there were a quite few of them). I was really stupid sometimes. Do you remember that girl, Sherri, who I dated for a little bit in high school? The one Mom always used to call the daughter I never had? Yeah . . . I got really drunk one time and said some really mean stu . She still hasnt gotten over it. Still really regret that. Sometimes, the consequences stick with you for a while. After way too many times of messing up, I realized that being that person just wasnt fun. I was acting really stupid for no real reason. So thinking about this project . . . and what message I wouldve wanted to know in hindsight (since dont drink! was not going to cut it) I realized there was a pattern. All the times when I acted really stupid, I drank too much. There were nights when my drinking took me from a good night to an embarrassing one, a night I wanted to remember to one I desperately wanted to forget. And I realized it only took one drink to get me from A to B. In my project, Ive termed this The Stupid Drink. Seriously, if theres one thing that you get from this letter, its to avoid The Stupid Drink. The biggest regret of my decade as Know your limit, and stay away from that one drink that takes you from drinking to drinking too much. President of this university is having to Youll know youre there when you feel it. call nine sets of parents to inform them I know that when I start to feel light-headed and stop hearing in my left ear, Im usually about to pour my Stupid that their son or daughter had died as a Drink. I just hang out for a while and see how the rest of the night goes. I know having that extra drink always puts result of alcohol abuse. No parent should me over the edge. Not worth it. ever have to get a call like that. Those Your friends will drink from funnels, pass out, throw up, etc. Its gross, Im not gonna lie. I guarantee youll have way calls haunt me everyday of my life. more fun in college if you avoid your Stupid Drink. - Daniel Sullivan, President, One last thing . . . if you need more money, tell mom and dad you found a place to sell blood plasma. St. Lawrence University They always send more money. Have an awesome ride youll love it. Your favorite brother Executive Summary // 2
4.RESEARCH AND PLANNING RESEARCH AND PLANNING RESEARCH AND PLANNING RESEARCH AND PLANNING RESEARCH AND PLANNING RESEARCH AND PLANNING RESEARCH AND PLANNING RESEARCH AND PLANNING RESEARCH AND PLANNING RESEARCH AND PLANNING RESEARCH AND PLANNING RESEARCH AND PLANNING RESEARCH AND PLANNING 2 RESEARCH AND PLANNING RESEARCH AND PLANNING
5.WE BEGAN WITH OUR OWN STORIES, BUT FOUND AN EVEN GREATER ONE INITIAL STEPS Looking around, we saw binge drinking everywhere at Syracuse University. We observed people drinking heavily in bars, in the dorms and at theme parties. We even saw it in ourselves. We were de nitely not immune to the problem. Syracuse has been portrayed as a party school many times before, but in 2005, former Syracuse student Koren Zalickas wrote The New York Times Bestseller, Smashed: Story of a Drunken Girlhood, rekindling the discussion about college drinking. We sat back and thought for a moment: if Syracuse students are binge drinking just as much as every other party school in America, we might actually have a chance to understand the problem and gure out a way to solve it. Trying to wrap our minds around the problem of binge drinking felt like we were tackling an overwhelmingly huge social problem, like the American nancial crisis. We looked around the world for other peoples solutions. Anything. Commercials, magazines, PSAs, books, public policy. Some things worked some things failed miserably. WE DID FIGURE OUT A FEW THINGS THAT WONT WORK AUTHORITARIAN They e ectively end the conversation before it begins. (e.g. MADD, Above the In uence) NOT TALKING TO UNDERAGE STUDENTS We cannot solve problematic drinking without talking to everyone it a ects. POKING FUN AT THE CONSEQUENCES Humor dilutes the seriousness of an issue that is already not taken seriously. RESEARCH OBJECTIVES 1.) Determine why a huge problem such as binge drinking hasnt been solved yet on college campuses 2.) Understand the motivations causing potentially life-threatening behaviors by di erent college students 3.) Find a de nition of dangerous over-consumption of alcohol that everyone can agree upon 4.) Uncover a way to talk to college students about a topic that they are currently shutting out OUR PRIMARY RESEARCH METHODOLOGIES 15 journals 1556 in-depth 75 expert documenting surveys reaching interviews * 15 ethnogrophies: Deprivation Study to expose the social sober and drunk all 50 states observational, video & photo pressures to drink weekends There are two stories being told; on the weekends the one authorities are telling, and the hidden one of college * Dr. Kate Carey, Psychologist & binge drinking expert; Dr. Jackie Orr, Sociologist; Emergency Medical Technicians; Director students. This is the latter. of Syracuse University Health Services; Director of Public Safety; Nancy Cantor, Syracuse University Chancellor & President; Director of Judicial A airs; Director of Residence Life; University Counseling Center Research and Planning // 4
6.STUDENTS DONT BELIEVE THAT BINGE DRINKING IS A PROBLEM THE OFFICIAL DEFINITION OF BINGE DRINKING Drinking alcohol that brings blood alcohol concentration (BAC) to .08 or above, which corresponds to having ve or more drinks (male) or 4 or more drinks (female) in about two hours. COLLEGE STUDENTS AGREE THAT BINEG DRINKING IS NOT A PROBLEM Within our agency, we have presidents of several organizations, a commencement speaker, Deans List scholars, and community volunteers. But according to this o cial de nition we are all binge drinkers too. We started using the term binge drinking in our research, but we were quickly met with resistence. 92% of college students have rejected the term. It serves as the o cial de nition across most elds of research and policy. But not in the eyes of students. SO WE STARTING ASKING ABOUT DRINKING TOO MUCH After college students rejected the problem of binge drinking, we switched modes. We wanted to know what they had to say we asked students what they saw as problematic drinking. All of a sudden, there was a shift in the conversation they immediately started spewing answers, such as: get in a ght argue with crazy text death throw up alcohol crying falling blackout my girlfriend messages to poisoning down stairs ex-boyfriends lose track of send drunk how much I drink stomach pumped unwanted argue with at the hospital not having texts DUI hookups my girlfriend acting like a good time an idiot WHEN WE HEARD THESE RESPONSES, WE FELT STUCK FOR TWO REASONS: 1) Students could agree that binge drinking isnt the problem, but they couldnt agree on what the problem is. Almost everyone gave a di erent answer. Why werent we hearing one universal de nition of dangerous over-consumption of alcohol? I hate when people say my 2) We asked students to tell us their de nition of binge drinking, but they were only able to drinking gets out of hand when describe consequences that happen after drinking too much. They couldnt de ne what was I throw up or say something leading to these consequences. I regret. But binge drinking isnt WE WERE ALMOST THERE. the problem. In fact, its hilarious. BUT WE COULDNT QUITE PUT OUR FINGER THE PROBLEM. - Male, 18 5 Research and Planning
7.THE PROBLEM IS DRINKING TOO MUCH Every student mentioned consequences that happened when they drank too much. There was a hidden line between drinking and drinking too much. Between being in control and out of control. Between a fun night and a horrible, regrettable night. In fact, no matter how the two sides of the line are de ned, the problem is crossing the line. Once that line is crossed, anything can happen. Any of the dangerous consequences can occur. And thats when things quickly go wrong for so many college students. THE PROBLEM IS CROSSING THE LINE BETWEEN: DRINKING DRINKING TOO MUCH HAPPY FACE SAD FACE NO DRAMA DRAMA IN CONTROL OUT OF CONTROL FUN SLOPPY CONFIDENT TOO CONFIDENT DANGEROUS OVER CONSUMPTION OF ALCOHOL=CROSSING THE LINE BETWEEN DRINKING AND DRINKING TOO MUCH There are de?nitely nights when Ive had too much to drink. My friends have to tell me what I did because I dont remember. - Female, 20 Research and Planning // 6
8.PEOPLE DRINK TOO MUCH ITS COLLEGE WE WANTED TO FIND OUT WHY: As we spoke to more and more students, it became clear that people drink for di erent reasons. Some people drink to t in, while others drink to meet new people and still others drink just to have fun. Whatever the reason, college students continue to drink. And drink too much. There are cultural, social and personal insights into why college students continue to drink too much. PERSONAL, SOCIAL & CULTURAL MISPERCEPTIONS CAUSE PEOPLE TO DRINK TOO MUCH CULTURAL SOCIAL CULTURALLY, DRINKING IS FUN PEER PRESSURE AND THINKING AND SIMPLY PART OF COLLEGE. PERSONAL OTHER PEOPLE DRINK MORE THAN THEY ACTUALLY DO ENCOURAGE DRINKING. 63% agree that heavy drinking is EXPERIENCING NEGATIVE expected of college students CONSEQUENCES ARE STILL NOT The rst time I went over my limit, it was - Primary survey A DETERRENT TO DRINKING. because of somebody else. I felt like I had to keep drinking. Other people always 64% of students agree that Last Saturday, I woke up with a hangover in uence me to drink more. college is a time to behave in a way and threw up all day. I started feeling - Male, 18 unacceptable outside of college. better around dinner, so I went to my - Primary survey friends party that night. I made a drink and then my friends - Female, 19 kept pouring more alcohol into my drink College equals drinking and and I didnt want it! But I nished it and drinking equals college. This is what you The next week comes along and you wake made another. do for four years, then you grow up. up feeling ne the memory of sick its - Female, 20 - Male, 18 just in the past. I dont really feel the pain I was feeling then, in which case I just start 85% of binge drinkers think that most or Look we know that in college we drinking again. all of their friends binge drink. probably drink too much. But thats the - Male, 20 - Primary survey thing, its college...in comparison to other college students we are normal drinkers. 69% of students agree that knowing the I think the reason everyone puts up - Female, 20 negative e ects of binge drinking doesnt pictures on Facebook is because a ect whether they choose to binge drink. everyone else does. They want to know - Primary survey they party the hardest and/or craziest. - Female, 18 Drinking in college is fun we wouldnt do it if it wasnt. - Male, 19 7 Research and Planning
9.I DRINK, YOU DRINK, WE ALL DRINK WE NOTICED DIFFERENCES IN ATTITUDE AND BEHAVIOR BETWEEN UNDERCLASSMEN AND UPPERCLASSMEN I have felt the need to reevaluate my drinking behavior. When I rst started drinking, Younger students are a Freshmen: 31% agree we would meet up in my dorm sub-group of people who are The initial transition to a Seniors: 61% agree and chug a bunch of alcohol. But residential college represents more prone to binge drinking. (primary survey) now, its going to a bar, and being Harvard University study, the period of greatest risk for more responsible about it. Im still I have experienced heavy drinking, with 80% of I know my (Weitzman et al., 2003) drinking limit. drinking at that bar, but Im not negative consequences all students using alcohol, and going past my limit. due to drinking too much. 44% participating in binge Freshmen: 54% agree - Male, 20 drinking. (SESSA, 2005) Seniors: 93% agree Freshmen: 63% agree (primary survey) Seniors: 87% agree (primary survey) DEMOGRAPHIC DIFFERENCES There are di erent experience levels when it comes to drinking in college. We need to speak to males and females who are 17 22 years-old enrolled full-time in 2- or 4-year colleges. Although white students tend to experience THE BAD NEWS: Students of every age pass their limit. more negative consequences, race and ethnicity generally have little a ect on attitudes and behavior with regard to drinking. Gender is not a di erentiator of awareness. Age is the most important di erence between targets generally, younger students do no understand what too much means compared to older students. THE GOOD NEWS They learn through experience. NAIVE DRINKERS REGULAR DRINKERS EXPERIENCED DRINKERS THE CHALLENGE: Make them learn faster. FRESHMEN / SOPHOMORES SOPHOMORES / JUNIORS JUNIORS / SENIORS The excitement and anticipation Through trial and error, students have They know what works for them and of college makes young students experienced negative consequences they stick to it. This experienced drinker eager to dive into the college party of drinking but are still testing their has learned over time how to avoid scene. Alcohol acts as a perfect social limits. They have an established routine morning headaches and frequent lubricant to ease the process of making and set of friends, and therefore feel blackouts. Unlimited freedom in o - new friends in this new environment. less pressure to prove themselves with campus housing allows them to drink The newfound freedom of college alcohol. These students are slowly leisurely and casually with a close group makes heavy drinking acceptable. learning how to pace themselves, of friends. Although they still slip up on but still dont want to miss out on the occasion, they know they can drink and DRINKING ATTITUDE: The Naive Drinker college experience. have fun without going overboard. Now that Im a senior, drinks to get drunk as fast as possible. DRINKING ATTITUDE: The Regular Drinker DRINKING ATTITUDE: The Experienced Ive realized I can drink drinks a lot to have a great time with Drinker values his/her time with friends without ending the night close friends. and drinks to enjoy it more. with my head in the toilet. - Female, 22 Research and Planning // 8
10.RIGHT NOW, THERES AN ISSUE WITH MESSAGING CURRENT MESSAGES TALK TO ONE EXTREME OR THE OTHER Students hear two messages. Drink! and Dont drink! They sort out messages about alcohol using these two extremes messages either support the idea of drinking in college, or try to persuade against it. College is placed on a pedestal long before freshman year drinking is seen as right of passage, and a very acceptable part of college. Pop culture, such as Animal House, Old School and MTV Spring Break paint a very vivid picture of the college environment and fuel the stereotype. Why wouldnt people be excited for college? Right now, college freshmen are only able to make this mental distinction: NOT DRINKING DRINKING TO BE EFFECTIVE, MESSAGES MUST RECOGNIZE REALITY We need to get students thinking about drinking and drinking too much. And faster. They learn through trial and error, so it takes two to three years to develop an understanding of what it actually means to drink too much. What it feels like, looks like, smells like and sounds like. We cannot stand on the sidelines and simply accept that it takes years to understand this distinction. We realized that communicating this distinction would get students to progress to Experienced Drinkers in a quicker and safer way. We need to help students make this further distinction. When I see a poster telling DRINKING me that I shouldnt be DRINKING TOO MUCH drinking in college, I just laugh. Obviously, anyone normal is going to drink in college. - Male, 18 9 Research and Planning
11.OUR STRATEGY SPRINGS FROM A SIMPLE TRUTH SIMPLE TRUTH: TO YOURSELF: Every college student becomes aware TO YOURSELF: (THE NEXT DAY) of what it means to drink too much. TO A YOUNGER (THAT NIGHT) Well, that SIBLING: Do I look was stupid. OBJECTIVE: Dont be stupid. that stupid? Have students talk about the line between drinking and drinking too much in a way ABOUT OTHERS: TO A FRIEND: that is meaningful to them. She looks so stupid! Youre acting stupid. STRATEGY: Identify and stigmatize the one drink that separates enjoyable drinking and the negative consequences that occur from drinking too STRATEGY much. This is The Stupid Drink. The Stupid Drink THE STUPID DRINK DEFINED: The stupid drink is the one drink between drinking and drinking too much, in control and out of control, good times and regrets, great memories and no memories. For some its a feeling, for some its a number, for some its a type of alcohol. WE TESTED THE IDEA WITH COLLEGE STUDENTS Before we moved forward, we wanted to see how this resonated with college students. If the idea didnt click immediately, it would never work. But it did click. And beautifully. It takes the blame o me or my Ive never thought about a The Stupid Drink. Its so di erent! Its friends. Its that one drinks fault. speci c drink like that. But it a message about drinking that I can Thats so true! -Female, 21 totally makes sense! - Male, 18 actually use. - Female, 19 Theres always that one drink that one shot that I wish I didnt have. It always makes The Stupid Drink is grounded in actual experience. Everyone gets it its universal. things go downhill. Always. - Male, 21 Research and Planning // 10
12.THE STUPID DRINK WILL MAKE MEANINGFUL CHANGES COMMUNICATION OBJECTIVES LOOKING FORWARD, WE WILL MAKE A REAL DIFFERENCE We will be including a long-term tracking Were not forcing a new message upon college students were giving them a way to talk about a message they study for the campaign in order to hear everyday. In themselves, in their friends, and in pop culture. Thats more than any other piece of communication standardize metrics and measure the has done so far. By speeding up the time it takes for students to learn what too much means, students have a way to following objectives: experience drinking in a safe way. The occurrence of every negative consequence will decrease. REDUCE DANGEROUS BEHAVIOR TALKING TO UNDERAGE DRINKERS IS CRITICAL Reduce the percentage of students who Before we even started our research, we noticed that there was a huge segment of people being overlooked: those report having experienced negative college students who are 18- to 20-years-old. Once theyve decided that they are going to drink in college, any message consequences by 20% in year one; that alludes to not drinking will not resonate with them. Theyve been told that such behavior is illegal, so they shut measured nationally, campus-wide, out those messages. They stop listening. and individually. But we need to talk to these people. In doing so, we are not condoning or vilifying underage drinking. It is a fact of life that college students who are underage participate in drinking behaviors. We are communicating to the behavior of INCREASE AWARENESS OF drinking, rather than a group of people who are drinking. There is a very clear distinction between these two ideas DRINKING TOO MUCH the former is a necessary step. We need to focus on solving the problem in a real way. Not just in a politically correct way. Increase the percentage of students who are able to recognize their line to 25% OUR POSITIONING in year one, 50% in year two, and 75% in The Stupid Drink is something very small that will make a huge di erence. We need to develop a communication year three. campaign that brings this idea to college students across the country. Looking forward, this three-year campaign will get people talking about what it truly means to pass the line from drinking to drinking too much in order to reduce GET STUDENTS TALKING premature deaths, hospital visits and a long list of other unnecessary consequences that occur on college campuses. ABOUT THE STUPID DRINK Introduce The Stupid Drink as the way for peers to discuss problematic drinking and what their line is, and have 40% awareness of The Stupid Drink among all college students in year one. Looking back, when I was a freshman, I wish I wouldve known how to drink. - Male, 22 1 Research and Planning 1
13.CREATIVE BRIEF WHY ARE WE COMMUNICATING? Students will admit that drinking in college can be a problem, but cannot agree on what that problem is. When asked what drinking too much means, students listed a laundry list of negative consequences. But the problem is the passing of that line, that point, or that drink where drinking becomes drinking too much. Its The Stupid Drink. Students either dont know it exists or simply dont have a way to identify it. This must change. Students need to know about this thing called The Stupid Drink: the single drink that accelerates consumption, that puts them over the line, that takes them from drinking to drinking too much. WHAT DO WE WANT THE COMMUNICATION TO DO? Create broad awareness and understanding of The Stupid Drink among college students. Help them recognize and avoid it in order to reduce the long list of negative consequences of drinking too much. WHO IS OUR AUDIENCE? NAIVE DRINKERS The Naive Drinker drinks to get drunk as fast as possible. REGULAR DRINKERS The Regular Drinker drinks a lot to have a great time with close friends. EXPERIENCED DRINKERS The Experienced Drinker values his/her time with friends and drinks to enjoy it more. WHAT DO THEY CURRENTLY THINK? Theres drinking and not drinking. College equals drinking and drinking equals college. This is what you do for four years, and then you grow up. WHAT WOULD WE LIKE THEM TO THINK? Drinking is part of college. Everyone has his/her own limit. Its nding that limit before you blackout or get sick thats important. WHAT IS THE BIG IDEA? The Stupid Drink is the one drink that takes you from drinking to drinking too much. HOW DO WE MAKE IT BELIEVABLE? The Stupid Drink allows students to identify and avoid that point where things take a turn for the worse. WHAT TONE SHOULD BE USED? There should be an informal and conversational tone not authoritarian or confrontational. Research and Planning // 12
14.CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE 13
15.OVERVIEW We designed the concept of The Stupid Drink to be an informal way of talking about a very serious issue. It is purposefully designed to ease discussion between students and their peers, parents, and others around them who would normally shy away from such awkward confrontations about drinking culture. To propel the concept of The Stupid Drink into mainstream culture, we needed a unique voice. This voice would have to de ne and educate about The Stupid Drink, without falling prey to the creative land mines we laid down in our strategy. This voice had to be informal enough to connect with college students, yet carry enough weight to have some authority in talking to them about The Stupid Drink. We present The Drinking Institute. It is a faux scienti c research center, populated by college seniors and recent grads. As experienced drinkers, who seem to have been born knowing their drinking limit, they have taken it upon themselves to research why people act so stupid when they drink. They are especially mysti ed and intrigued by freshmen behavior. After devoting years of research to the subject, they have nally identi ed The Stupid Drink as the cause of gross over- consumption of alcohol on college campuses. The Drinking Institute is the voice of our campaign. It avoids the problems inherent in authoritative voices by placing the expertise in the hands of peers. The concept of a scienti c institute devoted solely to the study and experimentation of alcohol on other people is ludicrous enough to get students attention, yet done with a straight face so as to preserve the seriousness of dangerous drinking behavior. College students de ne their drinking experience socially. So, the Institute must speak to them in the same way, describing the symptoms of approaching their limits in social terms, rather than the qualitative, numerical de nitions that have consistently failed to have an impact in the past. These symptoms of The Stupid Drink, or Symptoms of Stupid for short, are our way of phrasing the social indicators of a bad night in the same informal, but serious way. Creative // 14
16.NON-TRADITIONAL WEB SITE Visitors will be invited to interactively explore the halls of The Institute. TV spots and viral videos will be showcased. Visitors will be able to perform experiments on test subjects to learn about the e ects of The Stupid Drink. Symptoms of Stupid party games can be downloaded in print-form for free. The Web site will also serve as the central hub for the upcoming online promotional event. ONLINE PIX MESSAGING APPLICATION On the Web site, students can request to have picture message Symptoms of Stupid sent to their cell phones. If a friend has been displaying symptoms, students can Pix Message their friend with the corresponding photo. TWITTER Students can follow updates from The Drinking Institutes sta . The Twitter pro le will continually update company news and faux experimental breakthroughs to engage the online college community. 15 Creative
17.NON-TRADITIONAL FACEBOOK APPLICATION Adding the Symptoms of Stupid Application on Facebook will give users the option to tag their friends in photos as having the various symptoms. It is a more entertaining way of pointing out a friends Stupid Drink. Select symptoms like Handsy Friend will be available to discourage glorifying being past their limit. VIRAL VIDEO Education of The Stupid Drink and The Drinking Institute will get an entertaining promotion by none other than Bill Nye the Science Guy. Bill Nye serves as the perfect addition to the voice of The Drinking Institute. The current college demographic grew up on his brand of teaching science in weird and fascinating ways, allowing us to educate students on the e ects and chemistry of alcohol without feeling forced or preachy. A few months after the viral video launches, an online contest will be held and the winner will be featured as Bill Nyes assistant in the next viral video. Creative // 16
18.NON-TRADITIONAL BAR STAMPS Monotone versions of The Stupid Drink and The Drinking Institute logo will be turned into bar stamps to keep students constantly aware of their limits throughout the night and the next morning. BAR/CAMPUS AMBIENT Objects around campus and in bars will call out ambient Symptoms of Stupid. Bar and dorm mirrors will be blurred to simulate blurred vision. Bar tabs with The Stupid Drink ordered will be left on tables. Sidewalk clings will call attention to normal objects in the environment that become hazards when a person has had too much to drink, such as low-hanging branches, curbs, and staircases. COASTERS Bar coasters with 50 di erent colorful Stupid Drink de nitions ensures that students will nd a de nition that resonates with them. Also, students can collect and save their favorite coasters. THE DR THE DR THE DR INK INK INK THE THE THE IN G IN G IN G STU ID STU ID STU ID IN IN IN ST ST ST P P P IT IT IT P P P DRINK UTE UTE UTE DRINK DRINK THE LINE BETWEEN THE DRINK BETWEEN THE QUICKEST WAY OM OM OM DRINKING AND E.C E.C E.C "I'M GOOD, I'M GOOD" FROM COOL TO FOOL DRINKING TOO MUCH UT UT UT AND "MY BAD" TI T TI T TI T INS G INS G INS G DRINKIN DRINKIN DRINKIN 17 Creative
19.NON-TRADITIONAL DECKS OF CARDS Drinking Institute Poker Cards will be distributed to Resident Assistants to place in student lounges. The cards will also be distributed to bar owners to place on tables. The cards serve as an activity to bring students together. BEWARE OF THE J KIOSK INSERT/ CARDBOARD STANDUPS O STUPID K DRINK E Located in student centers in colleges across the R country, the kiosk inserts will mimic the coasters and billboards to reinforce the de nition of The Stupid Drink and drive tra c to the Web site. Cardboard cut-outs of Institute scientists will urge students to R E identify their Stupid Drink. K O J DRINKING INSTITUTE.COM BATHROOM STICKERS SYMPTOMS OF STU ID P P Small banners identifying The Symptoms of Stupid POSTERS PHANTOM CONFIDENCE The Drinking Institute will o er $3 promotional will be stuck to bathroom stall doors to give students REGRETTABLE TEXTING posters at early semester poster sales. Modestly- something informative and humorous to read. LOSS OF POSSESSIONS DISTORTED PERCEPTION OF HOTNESS priced to appear as a great deal, Freshmen eager INAPPROPRIATE EMOTIONAL RESPONSES to pimp out their new dorm rooms will be more SLURRED SPEECH likely to have a favorable opinion of The Institute TERRIBLE, TERRIBLE IDEAS than they would if the poster was free and forced. EXCESSIVE URINATION VERBALLY ABUSING A STRANGER The pro ts of the poster sale will go towards each SYMPTOMS OF STU ID NODDING OFF WHILE STANDING university for funding various initiatives, P such as judicial a airs or substance abuse PHANTOM CONFIDENCE REGRETTABLE TEXTING LOSS OF POSSESSIONS DRINK MISSING YOUR MOUTH DISTORTED PERCEPTION OF HOTNESS INAPPROPRIATE EMOTIONAL RESPONSES SLURRED SPEECH DANCING LIKE "PRO" counseling programs. TERRIBLE, TERRIBLE IDEAS EXCESSIVE URINATION VERBALLY ABUSING A STRANGER DULLED THOUGHT PROCESS NODDING OFF WHILE STANDING DRINK MISSING YOUR MOUTH PERSONAL SPACE INVASION DANCING LIKE "PRO" DULLED THOUGHT PROCESS PERSONAL SPACE INVASION IF YOU OR YOUR FRIENDS EXHIBITS MULTIPLE SYMPTOMS, IF YOU OR YOUR FRIENDS EXHIBITS MULTIPLE SYMPTOMS, YOU ARE DANGEROUSLY APPROACHING YOUR STUPID DRINK. YOU ARE DANGEROUSLY APPROACHING YOUR STUPID DRINK. THIS HAS BEEN AN OFFICIAL MESSAGE FROM THE DRINKING INSTITUTE . COM THIS HAS BEEN AN OFFICIAL MESSAGE FROM THE DRINKING INSTITUTE . COM Creative Executions // 18
20.DIRECT The Drinking Institute 123 Hop Avenue, 5th Floor Death Valley, CA 92328 POSTCARDS Dear Student, A month before students go to college, they will receive an urgent postcard from the Institute warning of their new We write to inform you of a groundbreaking discovery. For years, our mission at The Drinking In replication trials, identification of this drink and the decision not to consume it have positively influenced discovery of The Stupid Drink. The postcards will serve as an introduction to The Stupid Drink and a teaser for Institute has been to pinpoint the reason that college students suffer from periods of uncontrolled alcohol the lives of study participants, their social lives and grade point averages. consumption. After extensive testing and research, The Drinking Institute. we are issuing the following warning: For questions or concerns pertaining to THE STUPID DRINK, please visit us online at DrinkingInstitute.com. There is a drink that exists between drinking and drinking too much. It is called THE STUPID DRINK. THE This single drink is the last one that can be refused DRINKING the one that leads to the ones that you later regret. INSTITUTE IT SHOULD BE AVOIDED AT ALL COSTS. .COM ID OF HUTS U P P PROMOTIONS OMS SYMPTRTY SCAVENGER NT LOSS OF PA L VERBA A AGE BEVER OF OL BEER ABUSE CONTR CALLY ES STRANGER CHRONI NCE GOGGL LY LA EVENT MARKETING ON QUADS REAL A OFF-BA Y E GLASS BAD ID BAD EYES DRUNK IDEA Two Institute scientists will run a booth on quads, challenging students to sink a shot ED "HAND SY" D TEXTS SLURR FRIEN OM PHANT CE on a Beer Pong table with 10 cups. Participants can take 30-seconds out of their walk to SPEECH DRUNK LS IDEN CONF SQUEA classes in a shoot-til-you-miss challenge. Nine of the cups will correspond to di erent LOST KEY LE FRIEND - OVERNESS LI UNCONT ROLL- ARTICHING ABLE promotional prizes, such as t-shirts, party games, personalize-able Solo cups, and OF CL OT PRIATE NODDIN G EMO DRUNK GIGGLIN G INAPPR NAL OFF more. But hit The Stupid Drink in the middle and its game over. A banner, similar to the DRUNK EMOTIO SE O RESPON OOT BAREF IC KLEPT S*** BL IN PU stadium billboards, will accompany the booth to warn those who dont have the time to D E IVE XCESS N EATIN GRIN G SAUCE G URINATIO NG participate in The Stupid Drink challenge. DANCI ALONE SQUIN T IN E NIGH T : OF TH DRUNK STUPID OF MENT EXPERI STITUTE FICIAL IN AN OF E DRINKING TH M TE . CO PARTY ACTIVITIES DRINK ING IN STITU BINGO games will be given out to participants in the events on campus quads, which friends can play at parties or in bars to spot the Symptoms of Stupid. This serves to further identify The Stupid Drink, as well as call out party-goers who dont know their limit. 19 Creative
21.TRADITIONAL BILLBOARD The Drinking Institute understands that students THE ignore textbook or technical de nitions when it comes to PSAs. Billboards in college stadiums STU ID DRINK P P will feature colorful, engaging de nitions of The Stupid Drink. Twice during the season, students will be challenged to text their own Stupid Drink de nitions. The best will become the next THE PASSPORT TO IDIOCY billboard in the series, and those who participate DRINKING INSTITUTE . COM will receive a one-time follow-up text message from The Institute, thanking them for playing and encouraging them to visit the Web site. CAMPUS NEWSPAPERS The Institute will continue to publish its ndings in half-page adverts in college newspapers, de ning The Stupid Drink and urging students to avoid it in mock-press-release fashion. Creative // 20
22.TRADITIONAL CABLE Our lead scientist brings viewers on an introductory tour of The Institute and talks about their discovery of The Stupid Drink. (Double doors open. Our Head Scientist ...Extreme inebriation. (Various shots of one tipsy test subject ...Has identi ed the problem. begins walking down a long hallway.) hitting a beer dispenser button.) (Through a one-way window, a quick cut (Fist slams button. It ashes green and Welcome to the Drinking Institute of a visibly drunk girl attempting to irt Meticulous research... dispenses a drink in his cup.) with a lab technician, who is trying to (A lab technician with a hand truck of take notes.) SFX: Ding! various alcoholic beverages passes in SFX: Cup Filling. front of the camera.) Here, our Senior sta has been experimenting for years on the cause of... We call it... ...The Stupid Drink. Its the drink between drinking... ...And drinking too much. (Close-up of the Head Scientist.) (One visibly wobbly test SFX: Hand presses button. (Another window shows test (The Head Scientist subject hits the button for subjects giving cheers and passes another window Help us end this Epidemic another beer, and The Stupid (Box buzzes and ashes enjoying themselves.) with a test subject of Stupidity. Avoid your Drink light ashes.) Stupid.) throwing up in a toilet.) Stupid Drink. ...Stupid... (Final shot of The Drinking Institute logo.) 21 Creative
23.PR & PUBLICITY COLLEGE DRINKING SOLUTIONS WEB SITE College administrators and parents are one-step removed from students, and provide an essential support structure. Currently, there is no way for college administrators and parents to come together and share information on promoting responsible drinking. In order to encourage dialogue on responsible drinking, www.collegedrinkingsolutions.com will be established. The site will have two portions, one for college administrators and one for parents. The Stupid Drink messaging will be built into the site to promote discussion about the campaign and encourage universities and parents to share their personal campaign results. This will also help the Century Council in its research e orts. Administrators and parents will be encouraged to participate in the Web site via an electronic press release. For college administrators: Administrators can create a searchable pro le for their university that discusses their individual problem, current solutions and research. Graph-building capabilities will allow quanti able information to be displayed easily. This will also allow for trends to be tracked from school to school. University administrators can search how other schools are approaching the problem, as well as communicate with each other via a message board and blog. Also, a monthly e-mail will be sent to all participants with updates on how other schools are approaching the problem. For parents: This section of the Web site will have information on what to expect while your child is in college. There will also be information on how to be helpful to your children and talk to them before/when problems arise. Parents can also click to the administrators portion of the Web site to see how individual colleges are tackling the problem. PRESS RELEASES A campaign kick-o press release will be sent to PR Newswire, The Chronicle of Higher Education, The Center for Disease Control, The O ce of the First Lady, and congressional leaders who are involved in the issue of alcohol abuse. Also, a customizable press release will be created for each participating school. These press releases will be sent to local publications to create community buzz about and support for the campaign. URBAN DICTIONARY & WIKIPEDIA ENTRIES In order to promote usage of The Stupid Drink in everyday language, an entry in urbandictionary.com will be created. This is a Web site of underground language and is entirely user-generated. A Wikipedia article will be created for the same purpose. Creative // 22
24.MEDIA PLAN MEDIA PLAN MEDIA PLAN MEDIA PLAN MEDIA PLAN MEDIA PLAN MEDIA PLAN MEDIA PLAN MEDIA PLAN MEDIA PLAN MEDIA PLAN MEDIA PLAN MEDIA PLAN MEDIA PLAN MEDIA PLAN 23
25.OVERVIEW College students love their cell phones. And their laptops. And socializing, both online and o . So any campaign that will resonate with them will be integrated across all of these elements. We developed a $10 million media plan that heavily emphasizes e-Branding and non-traditional elements that reach students when they are with their friends: bars, dorms, the student center and on the quad. The campaign has a total of 16 nontraditional placements. The Stupid Drink campaign will be spread across 967 campuses, which comprise 7.5 million of the 10.2 million U.S. col- lege students. The campaign will achieve a maximum reach of 70% and a frequency of three on the target campuses. The campaign will be strengthened through local partnerships with university and community members. These partnerships help strengthen the environment that students call home for four years. Media Plan // 24
26.MEDIA STRATEGY NON TRADITIONAL TRADITIONAL DORM BATHROOM STICKERS BAR BATHROOM MIRRORS CAMPUS NEWSPAPERS Unique blend of reach and frequency to deliver Reach students when theyre out drinking 77% of college students read their campus an isolated message newspaper at least once a month Allows for a moment of re ection VIRAL VIDEOS Campus-based communication Provides peer-based recommendation POSTER FOR SALE STADIUM BILLBOARD Purchasing posters allows students to own WEB SITE & MOBILE SITE Encourages ownership of message the message and hang it on their walls year round College students spend a daily average of 3-5 hours online CABLE CARDBOARD STAND-UP 70% of college students have smart phones; College students spend an average Located in high-tra c student center mobile version of site allows for better navigation of 10.6 hours a week watching TV Out-of the ordinary; will grab attention Late-fringe spots will be placed on: FACEBOOK APPLICATION KIOSK INSERT 80 % of college students use Facebook Channel Index Shows Information-seeking medium Adds a social media element to a MTV 316 The Hills, Fantasy Factory Not typical advertising medium; typically peer-based campaign VH1 242 Americas Next Top Model, Fabulous Life of... used for campus events Adult Swim 360 Family Guy, Aqua Teen Hunger Force ONLINE PICTURE Comedy Central 180 Daily Show, South Park SIDEWALK CLING MESSAGING APPLICATION ESPN 123 SportsCenter, Pardon the Interruption College campuses have high foot tra c 96% of college students have cell phones Communicates to students while walking Base: 18-24 year-old full-time college students Drives web-based tra c and peer-to-peer to class or nightly activities viral engagement DIRECT DECKS OF CARDS TWITTER Provides a talking point for students while Growing social networking tool POSTCARDS hanging out Reach students when eagerly awaiting arrival on campus Opt-in feature invites messaging BAR STAMPS COASTERS Serves as a reminder while out drinking and Reach students when theyre already drinking the following morning by communicating via part of the bar environment Gains credibility because distributed by bars SEARCH ENGINE OPTIMIZATION Over 90% of Web sites are launched through search Directs tra c to Web site 25 Media Plan
27.MAXIMIZING REACH:THE TWO TIERS The use of a two-tier system allows the $10 million budget to be stretched across as many universities as possible. The two-tier system also ensures that the universities with the biggest drinking problem receive the most emphasis. TIER 1 CREATIVE Universities that participate in this tier will receive all creative executions. TIER 2 PARTICIPATING SCHOOLS This tier is comprised of 20 universities* CREATIVE that are most at-risk for dangerous Universities that participate in this tier drinking. The list was compiled based on will receive everything in Tier 1 except the most frequently listed schools across for the campus newspaper ads, stadium four rankings: billboard/jumbotron, cable spots and quad event. The Princeton Reviews Party Schools The Princeton Reviews Lots of Hard Liquor The Princeton Reviews Lots of Beer PARTICIPATING SCHOOLS Playboys Party Schools There are 967 universities in this tier. The universities were selected from three groups, minus any overlap from Tier 1: TOTAL ENROLLMENT: 500,000 Universities involved in the Amethyst Initiative, a petition signed by university presidents to begin a discussion about drinking in college The Princeton Reviews Best 368 colleges The 20 biggest party schools from Tier 1 were heavily skewed across the following three factors: very large (10000+ students), East Central geography and Southeast * Arizona State University, DePauw University, Florida State geography. We used U.S. News to compile University, Indiana University Bloomington, Iowa State, Ohio a list of schools that meet these criteria. University, Penn State, Randolph Macon College, Tulane University, University of Colorado Boulder, University of California Santa Barbara, University of Georgia, University of New Hampshire, TOTAL ENROLLMENT: University of Florida, University of Illinois Urbana-Champaign, 7,000,00 University of Mississippi, University of Tennessee, University of Texas Austin, West Virginia University, University of Wisconsin Madison Media Plan // 26
28.REACH ACROSS THE COUNTRY Hamilton College Monmouth University Siena College Union College (NY) University of San Francisco Agnes Scott college Columbia University Albion College Columbus College of Art & Design Hampshire College University of Montana Simmons College United States Air Force Academy University of Scranton Alfred University Connecticut College Hampton University Montclair State University Simons Rock College of Bard United States Coast Guard Academy University of South Carolina-Columbia Allegheny College Cornell College Hanover College Moravian College Skidmore College United States Merchant Marine Acadeny University of South Florida American International College Creighton University Harvard College Morningside College Smith College United States Military Academy University of Southern California American University College of Idaho Harvey Mudd College Mount Holyoke College Skidmore College United States Naval Academy University of the Incarnate Word Amherst College College of Notre Dame of Maryland Haverford College Muhlenberg College Smith College University of Iowa University of the Paci c Arcadia University College of St. Joseph Hendrix College Murray State University Sonoma State University University of Alabama at Birmingham University of the South Arizona State College of the Atlantic Hillsdale College Naropa University Southern Methodist University University of Arizona University of Tennessee Auburn University College of the Ozarks Hiram College Nazareth College Southern New Hampshire University University of Arkansas-Fayettville University of Utah Austin College College of William and Mary Hobart and Colleges New College of Florida Southwestern University University of California Los Angeles University of Virginia Avila University Colorado College Hofstra University New England Culinary Institute Spelman College University of California Riverside University of Washington Babson College Colorado State University Hollins University New Jersey Institute of Technology Spoon River College University of California San Diego University of Wisconsin-Parkside Bard College Columbia University College of Holy Cross New York University St. Anslem College University of California Santa Cruz University of Wyoming Barnard College Columbus College of Art & Design Howard University Nichols College St. Bonaventure University University of California Berkely Ursinus College Bates College Connecticut College Illinois Institute of Technology North Carolina State University St. Johns College (MD) University of Central Florida University of Texas at Austin Baylor University Cornell College Illinois Wesleyan University Northeastern University St. Johns College (NM) University of Chicago Valparaiso University Bellarmine University Creighton University Indiana University of PennsylvaniaNorthwestern University St. Johns University-Queens University of Cincinnati Vanderbilt University Beloit College CUNY Baruch Indiana-Bloomington Oberlin College St. Joseph College University of Connecticut Vassar College Bennington College CUNY Brooklyn Iowa University Occidental College St. Lawrence University University of Dallas Vermont Technical College Bentley University CUNY Hunter Iowa University Oglethorpe University St. Marys College (CA) University of Delaware Villanova University Berea College CUNY Queens Ithaca College Ohio Northern University St. Marys College of Maryland University of Denver Virginia Tech Bethany College Dartmouth College James Madison University Ohio State University St. Olaf College University of Florida Voorhees College Birmingham-Southern College Davidson College Johns Hopkins University Ohio Wesleyan University Stanford University University of Hartford Wabash College Boston College Davis and Elkins College Johnson and Wales University Oregon College of Art & Craft Stephens College University of Idaho Wagner College Boston University Deep Springs College Johnson State College Paci c Lutheran University Stevens Institute of Technology University of Illinois (Urbana Champaign) Wake Forest University Bowdoin College Denison University Juniata College Paci c University Su olk University University of Kansas Warren Wilson College Bradley University DePaul University Kalamazoo College Paul Smiths College SUNY Albany University of Kentucky Wartburg College Brandeis University DePauw University Kansas State University Pennsylvania State University SUNY Binghamton University of Louisiana Lafayette Washington & Je erson College Brigham Young University UT Dickinson College Kapiolani Community College Pepperdine University SUNY Geneseo University of Maine Washington & Lee University Brown University Drew University Kenyon College Pitzer College SUNY Stony Brook University University of Mary Washington Washington College Bryant University Drexel University Kings College Pomona College SUNY University at Bu alo University of Maryland Baltimore County Washington State University Bryn Mawr College Duke University Knox College Prescott College Susquehanna University University of Maryland College Park Washington University in St. Louis Bucknell University Duquesne University Lafayette College Princeton University Swarthmore College Webb Institute Butler University Eckerd College Lake Forest College Providence College Sweet Briar College Wellesley College California Institute of Technology Elizabethtown College Lawrence University Purdue University-West Lafayette Syracuse University Wells College California State University, Stainslaus Elmira College Lehigh University Quincy University Temple University Wesleyan College Calvin College Elon University Lewis & Clark College Quinnipiac University Texas A&M University Wesleyan University Carleton College Emerson College Loras College Randolph-Macon College The Catholic University of America West Virginia University Carnegia Mellon University Eckerd College Loyola College of Maryland Reed College The College of Idaho Westminster College (PA) Castleton State College Emory University Loyola Marymount University Rensselaer Polytechnic Institute The College of New Jersey Westminster College of Salt Lake City Catawba College Endicott College Loyola University New Orleans Rhodes College The College of Wooster Wheaton College (IL) Cazenovia College Eugene Lang College Loyola University of Chicago Rice College t of Science and Art University of Massachusetts-Amherst Wheaton College (MA) Cedar Crest College Fair eld University Lynchburg College Rider University The Evergreen State College University of Miami Whittier College Centenary College of Louisiana Fielding Institute Lyndon State College Ripon College The Ohio State University-Columbus University of Michigan-Ann Arbor Widener University Centre College Fisk University Macalester College Robert Morris University The University of Alabama Tuscaloosa University of Minnesota-Twin Cities Willamette University Chapman University Flagler College Maine Maritime Academy Rochester Institute of Technology The University of Montana University of Mississippi William Jewel College Chatham University Florida Southern College Manhattan College Rollins College The University of North Carolina at Asheville University of Montana-Missoula Willaims College Chicago State University Florida State University Manhattanville College Rose-Hulman Institute of Technology The University of South Dakota University of Nebraska Lincoln Wilson College Claremont McKenna College Fordham University Marian Court College Rutgers-New Brunswick The University of Texas at Austin University of New Haven Wisconsin Clark University Franklin & Marshall College Marist College Sacred heart University The University of Tulsa University of New Mexico Wittenberg University Clarkson University Franklin W. Olin College of Engineering Marlboro College Saginaw Valley State University Thomas Aquinas College University of New Orleans Wo ord College Clemson University Furman University Marquette University Saint Josephss University (PA) Towson University Carolina at Chapel Hill Xavier University of Louisiana Coe College George Mason University Mercer University Saint Leo University Transylvania University North Carolina at Greensboro Yale University Colyb College George Washington University Metropolitan State College of Denver Louis University Saint Trinity College University of North Dakota Colgate University Georgetown University Miami University Saint Michaels College Trinity Lutheran College University of Notre Dame = Tier 1 College of Charleston Georgia Institute of Technology Michigan State University Salem State College Trinity University University of Oklahoma College of Idaho Gettysburg College Michigan State University Michigan Technological University Salisbury University Samford University Truman State University Tufts University University of Oregon University of Pennsylvania = Tier 2 College of Notre Dame of Maryland Gonzaga University College of St. Joseph Goodwin College Middlebury College Santa Clara University Tulane University of Pittsburgh College of the Atlantic Goucher College Mills College Sarah Lawrence College Tuskegee University University of Pudget Sound College of the Ozarks Grinnell College Millsaps College Scripps College University of Colorado Boulder University of Redlands Targeted universities College of William and Mary Grove City College Science and Technology Seattle University University of California Santa Barbara University of Rhode Island Institute of Technology Seton Hall University University of Georgia University of Richmond cover all 50 states Colorado College Guilford College Colorado State University Gustavus Adolphus College Mitchell College Sewanee-The University of the South University of New Hampshire University of San Diego 27 Media Plan
29.SCHEDULING & PHASING SCHEDULING Although the campaign will run year-round, the majority of the campaign will coincide with the academic year of August to May. It is easier to reach students while they are on campus The Gordie Foundation (a foundation dedicated to a student who died of alcohol poisoning), keeps a list of alcohol-related deaths of those under age 25. According to a statistical analysis of this list, alcohol-related deaths are approximately 68% lower in the summer months than they are during the academic year. There will be extra emphasis in August and September, because this is the most dangerous drinking period. Also, for freshmen, this is when many college drinking habits are formed. PHASING Certain media placements have important timing elements to make their message most e ective: Postcards: sent to students in August before they arrive on campus to spark interest in the campaign. Posters: sold in August & September when students look to decorate their bland rooms Sidewalk clings: implemented in warmer months of August, September, April and May so that the placements arent covered by snow Viral video: released in October after The Stupid Drink concept has been introduced and de ned Decks of cards: placed in dorm lounges from November-February to occupy students during the colder months Viral video contest: begins in January after students have had an opportunity to view the original viral video Research booklets: sent in July to discuss campaign results from prior year Bar elements (coasters, stamps, mirrors, decks of cards): phased together to maximize frequency. The ?rst three weeks of the semesters are when we see the most problems. Students are either just starting college or seeing their friends after a long time. -Of?cer from Syracuse Universitys Department of Public Safety Media Plan // 28
30.PARTNERSHIPS & EXPANDING THE BUDGET When we went to nd other organizations with which to partner in order to strengthen The Stupid Drink campaign, we realized that our approach to the problem was di erent from other messages out there. While other organizations focus on not drinking, we focus on the distinction between drinking and drinking too much. We feared that partnering with another anti-drinking organization would only serve to dilute our message. Instead of partnering with other organizations from the beginning, we believe that it is best to spend a year proving that our messaging works with the goal that potential partners will realize the e ectiveness of the message behind the stupid drink and will choose to join the campaign in the future. The most important and e ective partners for a campaign like this come from the local level. Reducing negative consequences can only be achieved if it is supported by a strong sense of community. The best way that partners can help extend the budget is by providing free media placements. This allows the $10 million to be stretched across as many universities as possible. The 967 targeted universities are the most important partners in this campaign. We spoke to representatives from several universities, and all of them con rmed that they would not charge for media placements for a campaign such as The Stupid Drink. Local bar associations are also important partners because they are where many students socialize and consume alcohol. These bar associations can also assist by providing free media placements. In order to partner with an organization like The Century Council, I wouldnt need to see speci?c data, but I would need to see how they are approaching the problem. Right now, there is no middle ground about reasonable drinking, and the difference between drinking and drinking too much. - Nancy Cantor, Chancellor & President Syracuse University 29 Media Plan
31.FLOWCHART BUDGET Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Total NONTRADTIONAL Bathroom stickers (dorm) $67,500 Posters for sale $21,938 Cardboard standups $319,110 Kiosk insert $116,040 Sidewalk cling $972,000 Decks of cards $671,250 Coasters $262,500 Bar stamps $79,500 Bathroom mirrors (bars) $135,000 eBranding Web site domain & hosting $200 Mobile version of Web site $0 Search engine optimization $240,000 Facebook application $0 Viral videos $0 Online picture messaging application $0 Twitter $0 TRADITIONAL Campus newspapers $400,000 Stadium billboard/Jumbotron $300,000 Cable $3,000,000 DIRECT Postcards $2,760,000 Booklet about research findings $1,462 EVENTS/PROMOTIONS Quad event $20,000 Viral video contest $2,000 PRODUCTION Creative production $500,000 OTHER Bill Nye endorsement $20,000 Research $110,000 TOTAL $9,998,499 Media Plan // 30
32.CAMPAIGN EVALUATION TO REITERATE, OUR CAMPAIGN OBJECTIVES: 1) Reduce the percentage of students who report having experienced negative consequences by 20% in year one, measured nationally, campus-wide and individually 2) Increase the percentage of students who are able to recognize their line to 25% in year one, 50% in year two and 75% in year three 3) Introduce The Stupid Drink as the way for peers to discuss problematic drinking and what their line is, and have 40% awareness of The Stupid Drink among all college students in year one. WE CONDUCTED COPY TESTS TO INITIALLY EVALUATE THE CAMPAIGN After viewing our creative campaign, 95% of college students agreed that The Stupid Drink is a clear concept 89% of college students agreed that they were likely to think about The Stupid Drink while they are out drinking The Stupid Drink message is simple, clear and memorable. It is an idea that will be used and remembered by college students while they are drinking. These results are unprecedented and revolutionary amongst anti-binge drinking messages. TRACKING STUDY To track the progress of our campaign and to standardize the metrics used in evaluating our initial objectives, we will be including market research in the campaign. As part of this research, there will be a semi-annual survey sent to students and administrators at all participating schools across the country. These ndings will be compiled, published and distributed to participating schools, news organizations and government organizations. The ndings will also be available on the College Drinking Solutions Web site. 31 Campaign Evaluation
33.CREDITS & THANK YOU Maria
Sinopoli, Account Management Director Paul Savaiano,
Research & Strategic Planning Director Peter Ceran,
Creative Director Gregory Rozmus, Media Director Erica
Bruno, Book/Graphic Designer The students of ADV 425
Advertising Campaigns: Christina DiPhillips,
Amanda Dwyer, Danielle Eck, Laurin Garbarino, Blair
Gontowicz, Erica Gorlick, Ronald Hughes, Andrea Serra,
Stephen Shoemaker, Jonathan Smolin and Allison Yoest. Thanks
to Kate Overholt, David Ma, Alison Leung, Pam Sidran and
Agatha Lutoborski for their continued help and dedication to
making this campaign great. The students of ADV 509
Advertising Research, under the direction of Dr.
James Tsao. This campaign would not have been possible
without the support of our amazing faculty: Professors Ed
Russell, Kevin ONeill, Brian Sheehan, Amy Falkner,
Sherri Taylor, Kevin Mann, Carla Lloyd and department chair
Dr. James Tsao. We appreciate your endless o ce hours and
willingness to always push us to do our best. You have all
taught us so much about advertising and we are excited to
apply our knowledge and passion in the real
world next year. We would also like to thank AAF and
The Century Council for giving us this amazing opportunity.
It was an incredibly interesting challenge and we hope you
are as excited about our campaign as we are! Thank You &
Credits // 32
Drinking: Understanding the Dangers and Talking to Your
Early age alcohol use
Today, the average age an American girl has her first drink is 13; for a boy, it's 11. In the U.S. and many other countries, underage drinking is a widespread problem with often serious consequences. Young people who drink are more likely to be the victims of violent crime, to be involved in alcohol-related traffic accidents, and to have depression and anxiety. Other risky behaviors are also linked to early drinking. Young people who start using alcohol before age 21 are more likely to:
Early age alcohol use
Kids are experimenting with alcohol at earlier ages than ever before. A national survey found that slightly more than half of young adults in the U.S. between the ages of 12 and 20 have consumed alcohol at least once. Some researchers speculate that teens are more vulnerable to addiction because the pleasure center of the brain matures before the part of the brain responsible for impulse control and executive decision making. In other words, teenagers' capacity for pleasure reaches adult proportions well before their capacity for sound decision making does.
In past generations, boys were much more likely than girls to experiment with alcohol in their teens, but girls are catching up. In 2009, 58% of all males ages 12 and older were current drinkers, higher than the rate for females (47%). But in the youngest group (ages 12 to 17), the percentage of current drinkers was nearly the same (15% of boys, 14% of girls).
While many young people will independently cut down on their drinking or stop drinking altogether as they reach their mid-20s and assume the responsibilities of being an employee, spouse, or parent, the risks of early age drinking remain. People who have their first drink at age 14 or younger are six times more likely to develop alcohol problems than those who dont try alcohol until the legal drinking age.
Factors affecting risk of developing a drinking problem
As well as the age at which they start consuming alcohol, a number of other factors influence a teen or young adults drinking behavior and whether it will become a problem. These include:
Dangers of drinking while young
The years between 18 and 25 are a time of considerable change, as teenagers spread their wings and leave home, many for the first time. While these may be exciting years, widespread alcohol use means they may be risky years as well. The highest prevalence of problem drinking occurs among young adults aged 18 to 25, nearly 42% of whom admit to binge drinking at least once a month (drinking five or more drinks in rapid succession for men, four or more for women).
Many of us typically think of college as the setting where older teens and younger 20-somethings drink to excess. However, several studies show that heavy drinking is widespread among allyoung adults regardless of whether or not they attend college. College students tend to drink less often than nonstudents, but when they do imbibeat parties, for examplethey tend to drink more.
The prevalent use of alcohol among teens and young adults is alarming for a number of reasons:
Teen girls who drink face special challenges
Teenage girls experiment with alcohol for many of the same reasons that boys do, but they face some challenges boys dont:
Binge drinking and alcohol poisoning
Binge drinkingconsuming five or more drinks at a sitting, for males, four or more for femalescan cause teens to pass out, black out (lose memory of events that occurred while they were intoxicated), feel sick, miss school, or behave in ways that would otherwise be uncharacteristic of them. For example, they may drive while drunk or get into arguments. Some binge drinkers imbibe heavily every weekend and abstain or drink only in moderation during the week. Others binge less oftenfor example, during holidays, on special occasions, or at times of great stress. This kind of problem drinking may go unnoticed because people may excuse an occasional binge as a celebration that got carried away or as a response to unusual stress.
Although many young adults drink responsibly or abstain altogether, binge drinking is still a common problem. While teens as young as age 13 admit to this practice, it becomes more popular in mid-adolescence and peaks in the college years. College students between the ages of 18 and 22 are more likely to report binge drinking than non-students of the same age. Recent news reports of deaths from alcohol poisoning on college campuses have spotlighted the dangers of binge drinking.
Binge drinkers are eight times more likely than other college students to:
Binge drinkers also face the grim consequences of alcohol poisoning, a severe and potentially fatal reaction to an alcohol overdose.
How to recognize and treat alcohol poisoning
Because alcohol is a central nervous system depressant, drinking too much, too fast, slows some bodily functions (such as heart rate, blood pressure, and breathing) to a dangerous level, causing the drinker to lose consciousness.
Possible signs of alcohol poisoning include:
What to do if someone develops alcohol poisoning
Heres what to do in an alcohol-poisoning emergency:
How to talk to teens about responsible drinking
As a parent, grandparent, teacher, or friend, you have a major impact on the choices that the children in your life make, especially during the preteen and early teen years. One study reported that adolescents from families with alcohol problems were less likely to use alcohol themselves if they felt a sense of control over their environments, had good coping skills, and had highly organized families. Other researchers have found that preserving family rituals, such as keeping established daily routines and celebrating holidays, also can make a difference in steering kids clear of alcohol abuse.
Talking to young people openly and honestly about drinking is also vitally important. Delaying the age at which young people take their first drink lowers their risk of becoming problem drinkers. Thats reason enough to talk to the teenagers in your life about alcohol, but its not the only one. These are some of the other important reasons:
Start the conversation early
While most people recognize the importance of discussing alcohol with kids, they arent always sure when to initiate this discussion. Adolescents are often nervous and confused as they face their first opportunities to try alcohol and are often interested to hear your thoughts on the subject.
Set the stage early by letting your teenager know that he or she can talk to you about anything, without judgment or lecturing.
Open up and listen
Ask open-ended questions, and listen to the answers without interrupting.